Building Relationships: Rules for Self-Promotion

By Bob Teale*

It is no secret. To get ahead, you have to promote yourself. For most people, however, the thought of promoting themselves is slightly “shady” and uncomfortable.

The reality is that we all rely on some degree of self-promotion. Whether you want to land an opportunity working for a good ophthalmology practice, or get a promotion at work, you need to make people aware of you and your abilities. While we would like to think that our work speaks for itself, the fact is that usually we have to blow our own horn to get anyone to notice. We are all familiar with the term, “The squeaky wheel gets the grease.”

The good news is that self-promotion does not have to be viewed as being shady. One of the primary reasons we get a bad feeling from overt self-promotion is that too frequently it feels insincere. When others self-promote, frequently it is clear they are not trying to build a relationship, but only shooting for a quick payoff. Quick payoffs are short-lived. You, on the other hand, are looking for a long-term business relationship when you self-promote.

Be Yourself

The main rule of self-promotion success is to be the best possible version of you. You have heard the term, “Be Yourself.” Here are a few tips to keep in mind when you are trying to get the word out about you and your work:

1. Add Value: What separates you from everyone else who does what you do, or who is applying for the same position, is the particular value you bring to your prospective employer.
2. Be Confident: Stand tall and show you have faith in yourself, your abilities, and your work. After all, if you do not have confidence in yourself, why should anyone else?
3. Be Sensitive to Context: Always be aware of and responsive to the person or people you are talking to at that very moment. You need to adapt to changing environments (are you at a cocktail party or in an interview?), as well as the knowledge levels and personalities of the people you are addressing.
4. Be on Target: Direct your message toward the person or people who most need to hear it. Seek out and find the people who most need to know what you do and how well you do it; for everyone else, a simple one-line description is sufficient.
5. Seek Permission: Make sure the people you talk to have given you “permission” to promote yourself. That doesn’t mean you have to start every conversation with “Can I take a few minutes of your time to tell you about…” What it means is that you should make sure they are receptive to your message. Do not interrupt or make your pitch when it is inconvenient for them — that is almost guaranteed to backfire.
6. Do Not Waste Their Time: If you are on target, sensitive to context, and have permission, you are halfway there. Take no more time than you have to, and do not beat around the bush. Once you have their attention, get to the point. Be brief, be clear, and be passionate.
7. Explain What You Have Accomplished: Some people have a hard time telling others what they have done, their accomplishments, their awards and honors, etc. They hide behind jargon and generalities. Explain clearly what it is you have accomplished and what value you offer your prospective employer. Speak to your qualifications and how they relate to the employer’s requirements.
8. Tell Them What You Have to Offer: Clearly explain what is in it for your employer — why they should choose you over some other applicant or potential “business partner.” Understand how what you have to say is going to enrich their life or help to grow their practice.
9. Tell Them What You Are Looking for (From Them): This is an action step. Inquire as to how you match up to other candidates and when a decision will be made. Ask if you can move to the next step. Tell them you would like to know what the next step is, i.e., Where do we go from here? If you don’t ask, they might assume you are not interested and place your name in the “NO” pile of candidates.
10. Give Them a Reason to Care: Be personal. Explain not only what you do but why what you do will make their life better or their practice more successful. Part of this is showing that you care about the people to whom you are marketing —responding to their questions, meeting and surpassing their needs, making them feel good about themselves … and you.
11. Maintain Relationships: Stay in contact with the people you meet, even if you are not given the job. Send follow-up thank-you letters or emails with bi-monthly recalls. You never know who knows who; ophthalmologists belong to a very tight “network.” Future potential opportunities can come from almost anywhere.

Matching yourself and your work to a future practice opportunity is not that hard, as long as you are genuinely interested in the employer’s business and its needs. Seeking a position or job for which you are qualified and comfortable is not excessive self-promoting. Stay true to yourself and your work. Search out the people who want and need what you have to offer, and put it in front of them. Then the outcome is no longer self-promotion — it is a win-win for everyone.

*Bob Teale is a Senior Business Advisor with Allergan’s Eye Care Business Advisory Group.